Method for designing an automated speech recognition (asr) interface for a customer call center

ABSTRACT

A method of designing a customer interface for a service center, such as an automated speech recognition (ASR) self-service center. Customer activity to an existing service center is monitored, providing customer model, which includes a collection of customer tasks. These tasks are assigned to action-object pairs, which are further assigned to routing destinations. Dialog modules are designed, based on the customer model data, including disambiguation dialogs.

TECHNICAL FIELD OF THE INVENTION

This invention relates to customer call center services, and moreparticularly to a method for designing customer interfaces fortelephone-based or web-based customer service systems.

BACKGROUND OF THE INVENTION

Customer call centers are increasingly using automated self-serviceapplications. Self-service call center applications are much lessexpensive than those using service agents. A well designed self-serviceapplication can cost as little as 10% as an application using serviceagents.

Because of this potential savings, today's call center service providersdesire to increase the number of self-service calls relative toagent-assisted calls. However, when deciding among various designs forself-service applications, there are considerations in addition tosavings. Specifically, the service provider must consider whether, inaddition to reducing agent costs, a particular design cars achievequality of service goals, such as high customer task completion, highcustomer satisfaction, and short call duration. Conversion of a callcenter system from agent-assisted to self-service can be accomplishedincrementally. The overall goal becomes performing more and morecustomer tasks with self-service applications, while holding orimproving task completion and customer satisfaction.

BRIEF DESCRIPTION OF THE DRAWINGS

A more complete understanding of the present embodiments and advantagesthereof may be acquired by referring to the following description takenin conjunction with the accompanying drawings, in which like referencenumbers indicate like features, and wherein:

FIG. 1 illustrates a method of designing an interface in accordance withthe invention.

FIG. 2 illustrates Steps 104 and 105 of the method of FIG. 1.

FIG. 3 illustrates Step 106 of the method of FIG. 1.

FIGS. 4A and 4B illustrate a how-to-use customer interface, designed inaccordance with the invention.

FIG. 5 illustrates a computer system for implementing the method of theinvention.

DETAILED DESCRIPTION OF THE INVENTION

The following invention is directed to a method of designing aninterface for an automated customer call center. A feature of the methodis that it is directed to making design decisions on the basis ofcustomer data rather than designer opinion. The method is a systematic,data-driven method of interface design that ensures that the resultingcustomer interface is tailored for the intended user population,resulting in higher customer acceptance and satisfaction.

Customer Interface Design Method

FIG. 1 illustrates a method of designing a customer interface inaccordance with the indention. The examples set out below in connectionwith FIG. 1 are examples of a customer interface for routing calls amongvarious call centers of a telephone service provider. The customerinterface is to be implemented using automated speech recognition (ASR)techniques.

The same concepts may be applied to designing any customer interface forany type of business enterprise. Furthermore, as explained below, theinterface could be for a service agent or a web-based service center, aswell as for an automated (ASR) call center, or some combination ofagent, ASR, or text entry, interaction between the customer and thebusiness enterprise.

Step 101 is creating a customer model. The model is based on customertasks, which may be collected by recording opening statements ofcustomers to a service center. For example, opening statements made to aagent could be recorded. Or, customer data could be collected duringvisits to a web site, via the Internet. Typically, the customer data iscollected during customer visits (by telephone or via the Internet) toan “existing” service center (call center or web service site) that isto be updated or enhanced to become a self-service center in accordancewith the design method of the present invention.

The customer model can also be used to determine “personas” used indesigning interface modules, as described below. For example, customerpersona data could be used to determine whether language alternativesshould be presented and which language choices should be available. Asexplained below, customer model data can also be used to determinedisambiguation techniques, when customer responses are not immediatelyindicative of a routing destination.

Step 102 is creating a task model. This model represents a taxonomy,from the customer task list collected in Step 101, of “actions” versus“objects” in a matrix. Some matrix cells will be more frequent in theiroccurrence than other cells. Some cells are not logical and do not existin actual customer-call center interactions.

Step 103 is creating a business rules model. This step involvesgathering business rules from one or more call centers. These rules maybe dispersed in the sense that each call center may modify, to someextent, business rules in accordance with that call center's uniquecircumstances and location. This model determines where customer calls(by type) are to be routed.

Step 104 is linking the customer model to the task model. In otherwords, the customer opening statements (from the customer model)collected in Step 101 are assigned to the action-object pairs (from thetask model) created in Step 102.

Two examples of the results of Step 104 are:

acquire-basic—for customers who wish to order phone service

pay-bill—for customers who wish to pay their bill

Step 105 is linking the task model to the business rules model. In otherwords, action-object pairs (from the task model) are linked to routingdestinations (from the business rules model). Examples of routingdestinations are a call center agent, a queue, a self-service speechrecognition application, or the internet.

FIG. 2 is an example of action-object pairs and their routingdestinations. In the example of FIG. 2, the routing destinations are ASRsystems associated with specific call centers. A single businessenterprise might have a number of call centers, such as for billing,customer retention, ordering, how-to-use, returns, etc.

Step 106 is creating an action-object frequency table. Eachaction-object pair is listed in its order of frequency of use. The listis in descending order of frequency.

FIG. 3 illustrates an example of a portion of an action-object frequencytable in accordance with Step 106.

Step 107, is designing ASR dialog modules. Typically, each module isdesigned in the sequential order of the action-object frequency tablelist, beginning with the most frequent action-object pairs.

In designing the modules, the persona data acquired in Step 101 may beused to influence various features of the module. Persona may influencethe frequency, detail level, and style of dialog between the ASR systemand the customer, as well as the wording of prompts. For example, ahighly sophisticated customer base might allow for a more terse, briefdialog.

A feature of the interface module design is that customer tasks can haveonly two alternative routing destinations. A “direct route” destinationoccurs when there is sufficient information to directly route the callto the correct location. A “further clarification” destination occurswhen clarification or further information is needed to route the call.

A first example of “further clarification” routing would occur if thecustomer said “I have a question about my long distance service”. Thisstatement would be handled by a dialog module corresponding to the“Inquire; Long Distance” action-object pair. This dialog module asks:“Is your long distance with X Company?” If the response is “yes”, thecustomer is transferred to the appropriate call center for company xlong distance service. If the response is “no”, the customer istransferred to a standard pre-recorded message instructing the customerto call their long distance provider.

A second example of “further clarification” routing would occur if thecustomer said: “I'd like to cancel my service”. This statement would betransferred to a Cancel-Basic dialog module. This dialog module asks:“Is this for your basic telephone service?” If the response is “yes”,the call is transferred to the Disconnect call center. If the responseis “no”, appropriate dialog is provided such that the customer canselect among services corresponding to various dialog modules. Once theservice desired to be cancelled is selected, the selection serves as anentry point to the corresponding module.

FIGS. 4A and 4B, described below, illustrate examples of dialog modulesfor a customer interface for a “how-to-use” call center. The commonrouting destination is the how-to-use call center, and the dialogmodules correspond to action-object pairs. The dialog modules of FIGS.4A and 4B further illustrate various “further clarification” techniques,and various alternatives for disambiguating customer responses.

During implementation of the dialog modules, data is collected to ensurethat the customer has a positive experience. Various means exist forgathering data about success rates of voice recognition, call routing,and overall customer satisfaction.

In other embodiments, the above-described interface design method couldbe used to design a web-based interface. In this embodiment, thecustomer would interact with the web interface by text (keyboard) entry,voice, or some combination of both. As Internet, telephonic, and two-wayvisual communications become increasingly intertwined, the applicationof the invention will similarly be applicable to various combinations oflive, ASR, and web-baaed communication media.

How-to-Use Customer Interface Example

FIGS. 4A and 4B illustrate an example of a customer interface designedusing the above-described interface design method. The interface is a“how to use” (HTU) interface for an ASR (self-service) customer callsystem. More specifically, the example of FIGS. 4A and 4B is an HTUinterface for telephone services, on behalf of a telephone serviceprovider.

As explained below, the HTU interface comprises a number of dialogmodules, each activated in response to a routing decision. Each can beassociated with an action-object pair, using the techniques describedabove.

As explained below, the system provides a caller with an interactiveself-service series of verbal prompts, voice recognition entry points,and messages, the combination of which provide the caller with thedesired information about how to use a selected service. Once a callerhas selected a service of interest, then a topic of interest, the systemprovides the appropriate instructions.

As explained below in connection with FIG. 5, the dialog of FIGS. 4A and4B is implemented using computer hardware, which is programmed inaccordance with the process steps described below. The HTU system allowscallers to easily access instructions for a variety of services orproducts within a single phone call by using speech input. The systemuses a combination of natural language and directed dialog elements,allowing callers to retrieve instructions through several differentpaths. Specifically, callers can identify a topic of interest in threeways: by saying the name of the service or product, by selecting thetopic from a menu, or by verbally describing what the service or productdoes in the caller's own words. This approach is achieved by using bothstatistical language models and grammar-based recognition techniques.

Although the dialog is especially useful for voice recognition of voiceresponses from the caller, it also recognizes keypad input. In somesteps, keypad input is requested by prompting, such as “Enter 1 for . .. .” or “Enter your area code and phone number”. In general, each of thecaller's responses described herein could be substituted with a keypadentry, and DTMF recognition used rather than voice recognition.

Step 1000 is a Welcome state. It is a play-prompt state, and like theother play-prompt states described herein, it plays a waveform, or aseries of waveforms, to the caller who hears the waveforms as a spokenmessage. As an example of a welcome play-prompt, the caller may hear,“Welcome to the How to Use Guide for your phone services”.

Step 1020 is an Offer Spanish interaction dialog module. Like the otherinteraction states described herein, Step 1020 prompts the caller forinput. Interaction states also handle default timeout and retries, andtypically continue to a next state upon a successful voice recognition.

An example of an Offer Spanish prompt is: “Para continuar en Espanol porfavor oprima el uno”. If the caller enters “1”, the input is recognizedas a DTMF signal and the call is transferred to a Spanish version of thedialog. After a pause, and if no DTMF signal is received, the dialogproceeds to Step 1025.

Step 1025 is a Get Phone Number interaction dialog module. Step 1025typically follows Step 1020. An example of the message played in Step1025 is: “I'll help you find out how to use any of the phone services weprovide for our residential customers. To get started, I'll need yourarea code and home phone number. You can either say it or enter it.”

The caller then responds by speaking or entering a number. If a numberis recognized, the caller is thanked and the dialog proceeds to Step1050. If no number is recognized, various timeouts and retry messagesare delivered, and upon failure of these, the dialog is exited.

Step 1050 is a Get Service Name interaction dialog module, and typicallyfollows Step 1025. It may also be entered from Step 1310, Step 2015, orStep 4000, explained below.

When entering from Step 1025, an example of a message to the caller is:“Now, please tell me which phone service you'd like to find out about.[pause] To hear your choices, say list them”.

Natural language techniques are used so that the caller may freely speakthe names of services or describe them in natural language. If thecaller responds by naming or describing a service, the dialog proceedsto Step 1200. If the caller responds by speaking “List them”, the dialogproceeds to Step 1075.

If the caller has entered Step 1050 from Step 2015 or from Step 4000,the dialog speaks a message such as “If you're finished hearing aboutphone services, say “I'm finished”. [pause] Otherwise, . . . .” If thecaller speaks “I'm finished”, the dialog proceeds to Step 5000,explained below. If the caller does not say “I'm finished”, the dialogproceeds as when entering from Step 1025.

Natural language techniques are also used to recognize when the callerhas named an unsupported service. If the caller names an unsupportedservice, the dialog proceeds to Step 4000. Step 4000 is a processwhereby the system recognizes a number of unsupported services. Forexample, if the caller speaks “discount packages”, the system respondswith a message such as: “I'm sorry. Right now, I don't have anyinformation about discount packages. If you want more information aboutthis topic, you'll need to speak with a representative who can help.Would you like me to transfer you now?”. If the caller speaks “Yes”, thecaller is transferred. If the caller speaks “No”, the caller returns toStep 1050, hears an appropriate message, and is given anotheropportunity to select a service.

Step 1075 is a Get Category Name interactive dialog module, performed ifthe caller has requested a list in Step 1050. An example of a messagethat the caller hears is: “I have the services grouped into categoriesbased on what each service does. I'll read the categories, and when youhear the one you want, just say it. Call Answering, CallerIdentification, Call Forwarding, Call Screening, Three-way Calling,Automatic Dialing, Personalized Ring, Local Plus.” The caller may thenspeak the name of the service category, and the dialog proceeds to Step1200.

After the message of Step 1075, the caller is offered various retriesand timeouts if there is no response or the response is not understood.Also, after a category name is spoken, the caller receives aconfirmation message such as “Automatic dialing. Is that correct?”

Step 1200 is a Disambiguation Check internal decision step. If thecaller has selected a service category having more than one type ofservice, it may be necessary to ask an additional question to determinethe specific service name. Step 1200 determines whether to continue withthe call dialog or to first go to a disambiguation state.

The disambiguation check of Step 1260 depends on which service thecaller has selected. Some categories have only one associated service,and need no disambiguation. For those services, the dialog proceeds toStep 1300. However, other categories have more than one associatedservice. In this case, the dialog proceeds to Step 1210.

Step 1210 is a disambiguation process. For example, if the caller hasselected the category of Automatic Dialing in Step 1050 or Step 1210,the caller might hear the following message: “There are four servicesthat can automatically dial a number for you. Say “Auto Redial, CallReturn, Speed Calling, Direct Reply, or say Help for a brief explanationof each”. The caller's response is recognized as the selected service ofinterest.

Step 1300 is a Check Service Name internal decision step. This statedetermines which of the various services the caller has asked for inStep 1050 or Step 1210, and links to a dialog module associated withthat service.

Step 1310 is playing the dialog module linked in Step 1300. Each dialogmodule has a message that briefly describes its associated service andlists topics associated with that service.

For example, if the caller has selected the Call Notes service, thecaller hears the following message: “Call Notes voicemail records amessage from callers when your phone is busy or you don't answer thecall. To pick a different service, say Start over. [pause] There is alsoa related service called Call Notes Plus, which adds a few additionalfeatures. To find out about that, say Call Notes Plus. [pause] I haveseveral topics related to Call Notes—thirteen in fact. I'll startreading the first set of topics, and when your hear the one you want,just interrupt me and say it. [pause] Here are the first four topics.Setup, retrieve messages, change number of rings, change passcode.[pause] Was it one of these?” If the caller responds, with “Yes” or thetopic name, the dialog proceeds to Step 2000. If the caller responds“No”, the dialog continues with additional topic selections.

As with other interactive steps, each of the dialog modules of Step 1310provides the caller with various timeout and retry options, and with aconfirmation message after a topic is selected. The caller may also begiven an option to speak “Start over” and return to Step 1050. During orafter the playing of the dialog module, the caller may say “Repeat that”to have the topics of that dialog module repeated.

Services having numerous topics may have their dialog module dividedinto parts, so that the caller may hear only a portion of the topics ineach part of the dialog module. The example above, listing the firstfour topics for Call Notes is an example of such a service. Thepartitioning of the topics permits the dialog module to prompt for andreceive the caller's request to “start over” or “Repeat that.”

A feature of Steps 1050, 1075, and 1310 is that services and topics arepresented to the caller in frequency order. That is, the most frequentlyrequested services and topics ere offered to the caller first.

In Step 1310, one of the available topics may be a Pricing topic.Because pricing may depend on the caller's service location, if thecaller selects the pricing topic, it is next determined whether thecaller's phone number has been obtained in Step 1025.

Step 1625 is performed if the caller has selected a Pricing topic, andif the caller's phone number has been entered and recognized. In Step1625, a database is queried and appropriate pricing information isaccessed and reported to the caller. The dialog then proceeds to Step2010.

Step 1600 is an interactive dialog module, performed if the caller hasselected a Pricing topic and the caller's phone number has not beenentered or recognized. In Step 1600, an example message to the calleris: “To get accurate pricing information, I'll need to transfer you toan SBC representative who can help. Would you like me to transfer younow?” If the caller responds, “Yes”, the call is transferred. If thecaller responds “No”, the dialog proceeds to Step 2015. If desired, Step1600 may include an additional message to request the caller's phonenumber, so that the dialog may then proceed to Step 1625.

Step 2000 is a Get Information dialog module, performed after the callerresponds with a topic in Step 1310 and if the information is too lengthyto be played from a single dialog module. If the information issufficiently short to be played in a single dialog module, the dialogproceeds directly to Step 2010.

The dialog of Step 2000 first plays a preamble message that correspondsto the topic that was chosen. For example, the message might be: “I havesome instructions about how to set up call notes”. The next messageprovides the information to be provided to the caller for the selectedtopic.

After the message of Step 2000 is played, there are two possible pathsfor the remaining dialog. If all information has been given, the dialogproceeds to Step 2015. If the information is lengthy, it is spilt intomore than one dialog module, and the dialog proceeds to Step 2005.

Step 2005 is a What Next voice menu module. It is performed after theinformation of Step 2000 has been played to the caller. This step playsa message that gives the caller the option of rehearing the informationgiven in Step 2000 or of going on. An example message is: “Say repeatthat or go on”.

As indicated above, Step 2010 is a second Get Information dialog module,and plays either the second half of information topics presented in Step2000 or the entire information for topics that are to be played in onepiece. For playing the second half of a topic, Step 2010 is performedafter the caller has responded “Go on” after Step 2005. When Step 2010is used to provide all information.

As indicated in FIG. 4B, at any point during Step 2000 or Step 2010, thecaller may speak “Stop”. This causes the dialog to branch to Step 2015.

Step 2015 follows Step 2010 and is a second What Next voice menu module.If the caller has entered Step 2015 from Step 2010 and has not said“Stop”, the following message is played: “To hear that again, say RepeatThat. Otherwise, . . . .”. This provides the caller with an opportunityto hear the information from Step 2010 again.

If the caller does not say “Repeat that”, the dialog asks if the callerwould like more information about the particular topic selected in Step1310. If the caller says “Yes”, the dialog returns to Step 1310. If thecaller says “No”, the dialog goes to Step 1050, and continues asexplained above.

Step 5000 is a voice menu step, performed when the caller says “I'mfinished” during Step 1050. Step 5000 plays a first survey question,such as: “Before you go, I just want to ask you two questions about yoursatisfaction with this service. First, did I give you the informationyou were looking for?” If the caller says “Yes”, the dialog says “Great”and proceeds to Step 5025. If the caller says “No”, the dialog proceedsto Step 5025. In either case, the response is recorded.

Step 5025 is a voice menu step, performed after Step 5000. Step 5025plays a second survey question, such as: “And rating your experienceusing this system on a scale from 1 to 5 with 1 being very dissatisfiedand 5 being very satisfied, what's my score?”. The caller's response isrecorded and the dialog goes to Step 9100. By analyzing the recordedresults of Steps 5000 and 5010, the system can evaluate itseffectiveness.

Step 9100 is a good-by message. A message is played such as: Thanks forcalling us. Goodbye”. The call is then ended.

The various “Repeat That” messages described above provide the callerwith controllable playback, such that the caller may control the pacewith which instructions are presented. Also, the division of messagesinto dialog modules ensures that the caller is not faced with “too muchinformation” at once, and is given adequate opportunity to go back to aprevious step or rehear a message of the present step. Each dialog hasits own associated timeouts and retries, so that the caller iscontinually apprised of his or her position in the dialog.

Each of the above-described interactive dialog modules and voice menusincludes a “Help” feature. At any time during that dialog module, thecaller may say “Help”. The dialog then plays a message as specified bythat dialog module. The Help feature is particularly useful during Steps1050, 1075, and 1310, to assist the caller in identifying a topic ofinterest when the caller does not know the correct name of the serviceor product or when the caller wishes to browse topics.

Hardware for Implementation

FIG. 5 illustrates a computer system 500 for implementing the dialoginterface of FIGS. 4A and 4B. An IVR Self Service Host process 505 isthe main process for the system. It controls and passes tasks to varioussubsystems, one of which is the HTU process 510. Process 510 isprogrammed to perform the dialog process described above in connectionwith FIGS. 4A and 4B. A database 511 stores messages and instructions tobe played to callers, as described above. A survey database 512 is usedto store survey responses collected during the survey steps (Steps 5000and 5025).

1-19. (canceled)
 20. A call handling method, comprising: responsive todetecting an opening statement of a caller during a call to a serviceprovider, the service provider comprising a plurality of call centers,determining, based on the opening statement, a caller task including anaction and an object; identifying, based on a first business rule model,a first routing destination for calls to a first call center; andidentifying, based on a second business rule model, a second routingdestination for calls to a second call center; wherein routingdestinations are selected from: a call center agent, a queue, aself-service speech recognition application, and the Internet.
 21. Themethod of claim 20, wherein the first call center comprises a how-to-usecall center, and wherein identifying the first routing destinationincludes identifying a how-to-use destination in the how-to-use callcenter, wherein the how-to-use destination includes: a plurality ofdialog modules activated in response to routing decisions; a set ofverbal prompts; and a plurality of voice recognition entry points. 22.The method of claim 21, wherein the plurality of call centers includes:a how-to-use call center; a billing call center; a caller retention callcenter; and an ordering call center.
 23. The method of claim 21, whereinthe service provider comprises a telephone service provider and whereinthe how-to-use call center includes how-to-use information for telephoneservices provided by the telephone service provider.
 24. The method ofclaim 20, wherein identifying routing destinations includes identifyingdestinations based upon an input selected from: speech indicating a nameof a product, selection input selecting a topic from a menu, and verbalinput describing a feature of the product.
 25. The method of claim 20,wherein identifying routing destinations includes: identifying a directroute destination when the opening statements provide sufficient routinginformation; and identifying a clarification destination when theopening statements provide insufficient routing information.
 26. Themethod of claim 20, further comprising: collecting customer persona dataduring customer visits to the existing service center; and determininglanguage alternatives based on the persona data.
 27. A computer system,comprising computer hardware programmed to perform operations, theoperations comprising: responsive to detecting an opening statement of acaller during a call to a service provider, the service providercomprising a plurality of call centers, determining, based on theopening statement, a caller task including an action and an object;identifying, based on a first business rule model, a first routingdestination for calls to a first call center; and identifying, based ona second business rule model, a second routing destination for calls toa second call center; wherein routing destinations are selected from: acall center agent, a queue, a self-service speech recognitionapplication, and the Internet.
 28. The computer system of claim 27,wherein the first call center comprises a how-to-use call center, andwherein identifying the first routing destination includes identifying ahow-to-use destination in the how-to-use call center, wherein thehow-to-use destination includes: a plurality of dialog modules activatedin response to routing decisions; a set of verbal prompts; and aplurality of voice recognition entry points.
 29. The computer system ofclaim 28, wherein the plurality of call centers includes: a how-to-usecall center; a billing call center; a caller retention call center; andan ordering call center.
 30. The computer system of claim 28, whereinthe service provider comprises a telephone service provider and whereinthe how-to-use call center includes how-to-use information for telephoneservices provided by the telephone service provider.
 31. The computersystem of claim 27, wherein identifying routing destinations includesidentifying destinations based upon an input selected from: speechindicating a name of a product, selection input selecting a topic from amenu, and verbal input describing a feature of the product.
 32. Thecomputer system of claim 27, wherein identifying routing destinationsincludes: identifying a direct route destination when the openingstatements provide sufficient routing information; and identifying aclarification destination when the opening statements provideinsufficient routing information.
 33. The computer system of claim 27,wherein the operations include: collecting customer persona data duringcustomer visits to the existing service center; and determining languagealternatives based on the persona data.
 34. Computer hardware includingstored program operations, performable by a computer system, wherein theprogram operations, when performed by the computer system, cause thecomputer system to perform operations, comprising: responsive todetecting an opening statement of a caller during a call to a serviceprovider, the service provider comprising a plurality of call centers,determining, based on the opening statement, a caller task including anaction and an object; identifying, based on a first business rule model,a first routing destination for calls to a first call center; andidentifying, based on a second business rule model, a second routingdestination for calls to a second call center; wherein routingdestinations are selected from: a call center agent, a queue, aself-service speech recognition application, and the Internet.
 35. Thecomputer hardware of claim 34, wherein the first call center comprises ahow-to-use call center, and wherein identifying the first routingdestination includes identifying a how-to-use destination in thehow-to-use call center, wherein the how-to-use destination includes: aplurality of dialog modules activated in response to routing decisions;a set of verbal prompts; and a plurality of voice recognition entrypoints.
 36. The computer hardware of claim 35, wherein the plurality ofcall centers includes: a how-to-use call center; a billing call center;a caller retention call center; and an ordering call center.
 37. Thecomputer hardware of claim 35, wherein the service provider comprises atelephone service provider and wherein the how-to-use call centerincludes how-to-use information for telephone services provided by thetelephone service provider.
 38. The computer hardware of claim 34,wherein identifying routing destinations includes identifyingdestinations based upon an input selected from: speech indicating a nameof a product, selection input selecting a topic from a menu, and verbalinput describing a feature of the product.
 39. The computer hardware ofclaim 34, wherein the operations include: collecting customer personadata during customer visits to the existing service center; anddetermining language alternatives based on the persona data.